Good Proactive Marketing Can’t Fix Problems Like Amazon’s EC2 Outage . . .

. . . but bad reactive marketing can make the problem much worse.

[co-authored by Zachary Reiss-Davis]

As has been widely reported, in sources broad and narrow,’s cloud service EC2 went down for an extended period of time yesterday, bringing many of the hottest high-tech startups with it, ranging from the well known (Foursquare, Quora) to the esoteric (, EveryTrail). For a partial list of smaller startups affected, see

While this is clearly a blow to both and to the cloud hosting market in general, it also serves as an example of how technology companies must quickly respond publicly and engage with their customers when problems arise. let their customers control the narrative by not participating in any social media response to the problem; their only communication was through their online dashboard with vague platitudes. Instead, they allowed angry heads of product management and CEOs who are used to communicating with their customers on blogs and Twitter to unequivocally blame for the problem.

Many startups, including Quora, AnyTrail, eCairn, and MobyPicture, blame for their downtime.

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